December 23, 2024

Built layer by layer, towering in a corner of photographer Bruce Wolf’s New York studio, we brought a whimsical vision to life long before the age of AI and social media. This was a time when creativity was bound by nothing more than our imaginations and the tools at hand. The centerpiece of this joyful display was what we fondly called the “Candle Tree”—a sculptural marvel adorned with cascading candlelight that seemed to dance in harmony with its surroundings. Each candle, carefully placed, illuminated the studio with a soft, magical glow, casting playful shadows that added depth and intrigue to the setting. Anchoring the scene was a taxidermy bunny perched charmingly in the foreground, while a baby fawn peeked shyly from the right, as if curious about the enchanting tableau.

Every element of the display was crafted with an eye for detail and a heart for storytelling. The Candle Tree itself was a labor of love—adorned with layers of snow-like fluff and dozens of red pillar candles flickering warmly. It beckoned shoppers to pause and soak in the festive ambiance. The charm of the setting was undeniable. So much so, that passersby stopped at The White Barn Candle Company store window to admire the photograph featured in the holiday display—a concept and direction I proudly led. What began as a visual marketing campaign for home fragrance evolved into something more: a gathering spot where families created memories. Parents and children posed for impromptu portraits in front of the Candle Tree, their smiles captured against the warm, inviting backdrop.

What truly set this project apart was its authentic allure. Long before the era of hashtags and viral trends, the Candle Tree captivated hearts through word of mouth and genuine admiration. It wasn’t merely a display; it became an experience—a memory-maker that brought joy and a sense of wonder to everyone who encountered it.
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September 13, 2019

Nature’s One, the leader in organic nutrition for infants and toddlers, asked us to help refresh their brand and make it more pertinent to their target audience of parents who can’t or choose not to breastfeed. Their existing brand was positioned as the “first organic formula,” but didn’t go further to inspire parents to choose the brand because it would be the best for their baby.

We created a tagline that positioned Nature’s One not just as a great formula for infancy, but as “A better start…for life.” By showing that Nature’s One formulas contained everything needed for optimal health, growth and brain development, we made it clear that by starting with us, a child will be further ahead down the road.

GOALS/OBJECTIVES
Our goal was to position Nature’s One as a trusted friend and expert, who cares as much about baby’s health and well-being as her parents. We wanted parents to know that Nature’s One had expertise, authenticity, and a welcoming community where they could ask questions, get answers, and trust that their baby was in good hands.

WHAT WE DID
We refreshed the logo, fonts and color palette to be fresher and more appealing, and developed a story and visual campaign to guide the brand imagery, collateral and website development that showed kids doing amazing things…things that they could only do because they had had such a great nutritional start.

Candice & Co. and Verb Garden, Inc. |   Brand Strategy & Development

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